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India - A Study of Dynamic Market Development

India has become one of the world's most competitive markets for telecommunications services. In the past six years, the number of mobile subscribers has rocketed from just over 1 million in 2000 to over 75 million in 2006. The reasons for the rapid growth are mainly due to intense competition, telecoms deregulation, positive economic conditions and strong domestic demand.

This report introduces the dynamic and rapidly growing Indian mobile market, describing the developments and services that are bringing communications to a broad spectrum of consumers in one of the world's most populous countries. The success factors are described with an assessment of the challenges of sustaining growth. The offers and progress of the major players are profiled, followed by conclusions and recommendations for mobile network operators in developing markets that face similar challenges to those in India.

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Table of Contents


1
Overview
1
2
Introduction
1
2.1
Demographics & Economy
1
2.2
Rapid Teledensity Growth
2
2.3
Summary of Mobile Market Regulation
4
2.4
Profile of the Indian Mobile Customer
7
3
Success Factors
9
3.1
Strong Economic Conditions
9
3.2
Government Policy
9
3.3
The Lack of Existing Infrastructure
10
3.4
Lower costs
11
3.5
Mobile Tariffs, Customer Volumes
11
3.6
Handsets and Distribution
15
3.7
Disruptive Entrants
15
3.7.1
One Private...
15
3.7.2
... The Other Public
16
4
Challenges
18
4.1
Falling ARPU, High Capex, Disappointing Customer Growth
18
4.2
Churn, Customer Registration Scheme
19
4.3
Consolidation
20
4.4
Recharge Volumes
20
4.5
Horizon
21
5
Players
22
5.1
Reliance
22
5.1.1
Dhirubai Ambani Pioneer Offer
22
5.1.2
Monsoon Hangama, 'Budget 149' and 'Budget 249'
25
5.1.3
'Free Talk Hangama'
27
5.1.4
'Joy' Tariffs
27
5.1.5
'Zero Rate' Plans
28
5.1.6
Prepaid Tariffs and Offers
29
5.1.7
'Jeevan bhar ka saath' - Lifetime Validity Prepaid Card
31
5.1.8
Bad debts...?
31
5.2
Airtel
32
5.2.1
Recent Offers
33
5.2.2
Prepaid
35
5.3
BSNL, MTNL
37
5.3.1
"One India Plan"
39
5.4
Hutch/Orange
39
5.4.1
Prepaid and Postpaid Tariffs
43
5.4.2
Market Risks
44
6
Conclusion
46
6.1
Summary
46
6.2
Lessons from the Indian Market
46